In addition to the superior theme and actual ritual as dynamic processes in the TV show, there is also the projection onto static objects, either people (heroes) or things (fetishes). In both cases the projection binds the television-viewing subject with the objective elements of the TV show. The resultant identification forms the breeding ground for subsequent interaction.

The identification is considerably more demanding if the hero is not an acclaimed Hollywood star but rather a previously anonymous hero from the midst of consumers. The hero is not a "star" but a "starlet".

• A participant in a casting show
• The inhabitant of a container
• A talk show guest
• A candidate from the public
• A character from a series (e.g. from "Verbotene Liebe" or "Star Trek")
• A virtual character (e.g. the unique Lara Croft)

 

Things can also be the target of the interaction-promoting projection. These are fetishes.

• All kinds of objects which are desirable collectibles.
• Cars or motorbikes
• Clothing and jewellery
• Electronic devices (e.g. games consoles)
• Representatives of associations

Both heroes and fetishes can have a symbolic secondary significance alongside their primary significance. This means, they stand in representation of something invisible, an emotion.